Research Shows That The Failure Rate Of Innovative Products In Clothing Industry Is Astonishing.

Studies have shown that the failure rate of innovative products is astonishing, some categories even reach 90%, and the situation is better than half. Moreover, from the statistics of the world, the situation has not changed much in the past 25 years.

Why do scientific innovations fail?

This is the most fundamental problem that puzzles scientific and technological personnel.

Of course, we can sum up a lot of reasons from all aspects, but none of them is viewed and understood from the psychological point of view.

Recently, I read a report on Grof, former chairman of Intel. He said that we must adhere to 10 times of efficiency and innovation, and the new product has 10 times performance improvement compared with the old product, so that we can overcome the two-way psychological bias between consumers and producers.

Figured out the reason is helpful to understand the reason for the success or failure of the new product.

John T. Gourville, an American scholar, published his research in Harvard Business Review. His research shows that whenever consumers like the advantages of products or the product characteristics that consumers are accustomed to, the consumers will claim 3 times the compensation.

A convincing example of this study is that if you take your cell phone now, you can only use a fixed telephone.

Economically, if you spend 600 yuan a month on mobile phone calls, 100 yuan will be a call fee, and 500 yuan will be paid for the mobile convenience of the company's roaming and wireless links.

Now your mobile phone qualification will be cancelled. During that time, you can't use other people's mobile phone, but you can use any fixed telephone.

I know that you are used to using mobile phones, and now you have to be fixed on the landline, or even the public telephone, which obviously brings you a lot of inconvenience.

To this end, I am willing to compensate you. How much do you think the compensation is fair?

Scholars have investigated a lot of people on this issue. No one answered less than 500 yuan, and most people answered 2000 to 3000 yuan.

An entrepreneur even asked for a compensation of 1 million yuan.

1 million yuan is certainly a bit more, but we can fully understand the feelings of entrepreneurs. Sometimes the value of a telephone may exceed 1 million yuan.

This is a very critical question. Clearly, consumers only spend 500 yuan on mobile convenience. Why is the compensation demanded far more than 500 yuan after being cancelled?

The reason is that once consumers use and enjoy some of the functions of the product, such as the convenience of the mobile phone, they will attach their feelings to this feature, and the longer they are used, the deeper they are.

Now, mobile phones have become a part of consumer life. If anyone dares to cancel this privilege, the compensation demanded by consumers is not only the performance of the original product, but also the compensation for all the emotion they invested.

Similarly, from the producer's point of view, the same is true.

Suppose that researchers are researching a new product, inventing patent, having special equipment, and forming a special team. When researchers believe that every function of the product will bring pleasure and convenience to consumers, he can not even restrain himself from seeing it go public at an early date.

Just like consumers, because researchers invest more than intelligence and physical strength, they also have emotions and all good expectations.

The longer it is embedded in the hearts of researchers, the higher the psychological bias of researchers will be, and the greater the functional advantage of your products will be.

Gourville's research also shows that researchers will exaggerate the new product's efficiency by 3 times.

The problem arises: consumers exaggerate 3 times the functions and advantages they like or are already familiar with, while researchers exaggerate 3 times the advantages of new products. The difference between the two directions is 9 times, that is to say, the cognitive gap between producers and consumers is 9 times.

No wonder Grof, former chairman of Intel, always talked about 10 times of efficiency and innovation, and the new product has 10 times performance improvement compared with the old product, so as to overcome the two-way psychological bias of consumers and producers.

Therefore, it is not easy for any successful technological progress and technological innovation to truly become a social productive force.